TERRITORY IMAGE AS A TOOL FOR INCREASING TOURIST ATTRACTIVENESS OF THE REPUBLIC OF BASHKORTOSTAN

In the conditions of intensive development of the tourism industry, the rise of the attractiveness of regions as the tourist objects becomes relevant. The increase of tourist attractiveness of the region is very important for the development of the inbound tourism as foreign tourists decide on a trip to any country based on emotional preferences which directly influence the number of inbound trips and money receipts. It is accepted that favorable territory image is one of the most effective tools of increasing tourist attractiveness of a region; therefore, many countries spend significant means for creating and sustaining a positive image. The author analyzed various approaches to the assessment of the efficiency of territories marketing, and namely, the relative and quantitative indicators of efficiency. Based on the identified indicators of assessment of the efficiency of territories marketing, the author carried out the analysis of foreign and Russian experience of creation of tourist image of territory to increase the attractiveness of regions for foreign tourists. Based on the obtained data, the author carried out the analogous analysis of the current state of the tourist image of the Republic of Bashkortostan. The study identified current problems: low degree of recognition of the republic as a region, attractive for tourism in the territory of Russia and abroad, as well as the lack of certain associations with the region. The author defined the prospects for improving tourist image of Bashkortostan, such as the development of marketing measures programs of the recognized brand of the republic “Terra Bashkiria” and other actions which can be used as a tool of increasing the tourist attractiveness of the region.

territory image, territory marketing, tourism, tourist attractiveness of territories, tourist image of a territory, the Republic of Bashkortostan